JAVITS CENTER
New York's flagship convention center
The Jacob K. Javits Convention Center is the region's largest gathering venue, a Hudson River landmark operated for the State and City of New York, known as much for its scale as for a sustainability program that includes a famed green roof and a one-acre working rooftop farm above it.
A massive expansion, and no film to show it
In 2021, Javits completed the biggest expansion in its history and needed the world to see it, just as live events returned to New York. Ruckus was engaged on two fronts: a full video and photo production across the new campus, and a marketing campaign built to put the new Javits in front of the planners who book it.
Reintroducing an icon
The flagship film moves from the glass of the new facade to the rooftop pavilion and the show floor, shot on site as the new campus opened. Production ran across the calendar, capturing shows in full swing, event spaces dressed and lit, and the architecture that makes Javits unmistakable to anyone booking it.
A campaign built for qualified leads
Ruckus developed the creative platform for the reopening, positioning the expanded center as the space where tomorrow's ideas launch. The campaign went to market with paid search against planners hunting for NYC venues, LinkedIn targeting across education, finance, entertainment, and healthcare, and email programs driving bookings on javitscenter.com.
Beating benchmarks, then selling the space itself
Across both paid channels, impressions, engagement, traffic, and click-through all landed above industry benchmarks between July and December 2021. The relationship continued past the relaunch, with Ruckus now designing the sales brochure suite and floor plan guides the Javits team puts in front of organizers today, including the new Javits North level.
